Want to make this #Halloween viral? It's about using fun, fears and algorithms

Here they come: an apron and tattoos that make you look like chef Carmy from The Bear, or strange insect-like accessories that resemble Paris Fashion Week's infamous bed bugs – new year, new over-the-top imaginative Halloween trends. Thanks to the proliferation of social media platforms like TikTok and Instagram, we have something to look forward to during this year's online Halloween extravaganza.

What was once a traditional holiday celebrated with reverence by those who remembered the religious significance of All Hallow's Eve, or simply an excuse for phantasmagorical parties by those who didn't, Halloween now takes on a whole new digital dimension Level.

Last year, the hashtag #Halloween was viewed three billion times in one week. We live in a time of “information fatigue,” “information anxiety,” or even “infobesity,” as some scholars call our saturated media environment, with numerous, often unpleasant stimuli from the news and social media.

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All of this negatively impacts our biological systems, which have not evolved as quickly as the media environment. As a result, we become overwhelmed, anxious, overstimulated and have difficulty processing so much information. It's hard to cut through the noise, whether you're a journalist, politician, influencer, or just someone having fun in a pumpkin latte costume.

In my research into viral journalism, I found that even professional communicators struggle to keep up with changes in social media algorithms and various new features on these platforms. Many feel discouraged by the lack of transparency of the social media giants and prefer to rely on classic principles of strong reporting and creative presentation formats. But what are the triggers for media virality for those who still want their posts to explode online?

Not a virus, but a choice

Halloween, like Valentine's Day and other annual celebrations, offers the chance to become the new viral sensation simply because using the hashtag #Halloween provides instant additional visibility.

Virality stands on two pillars – the opaque algorithms of social networks and people's emotional reactions. Unlike viruses, from which the word “viral” comes, online virality is not a disease, but a choice. People instinctively select content that meets their needs. It can be something to think about or a distraction so we don't have to think about other things in the world.

Engaging with online stories is rarely rational – research shows that emotions dominate our relationship with news and social media. The feelings of awe, anger and fear are the strongest predictors of a post going viral.

So how do we achieve the desired “awe” response when creating content? This feeling can be described in various ways, from a religious revelation, to deep appreciation because we are impressed, to the sense of calm we feel in nature. This is where the theory of memes can help.

Halloween costumes on social media are essentially wearable and transferable memes. These, as my book Internet Memes and Society explains, are half-baked jokes and strange cryptic artifacts that trick users into trying to figure out why they're supposed to be funny.

Memes are used as everyday language, political tools and “fast food” media. Will a costume based on the Only Murders in the Buildings Christmas fitness influencer create viral stardom? Will it be another take on Brat Summer? Or maybe some twisted comments about the cost of living crisis?

Theories about humor and Halloween costumes

I predict that virality this season will require either total maximalism or a pared-back and minimalist style. The humor theories are based on three pillars: humor as liberation, humor as aggression and humor as incongruence.

Perhaps we will also see the manifestations of what Plato called contempt as comedy: “In general,” mused the ancient Greek philosopher, “the ridiculous is a certain kind of evil, especially a vice.” Expect the highest earners or most influential celebrities are pushed off the pedestal in a Halloween costume and roundly ridiculed.

What about the incongruence? Last year's more absurd costumes included a coaster and a paper bag and a man dressed as a ULEZ street camera. These examples evoke a response of awe, surprise, and joy, making the posts worth sharing.

And finally the publication. Humor is invaluable when it comes to easing worries or letting off steam. The latest viral sensation from the music band The Kiffness has hilariously interpreted a line from the US presidential debate as a gentle reggae hit with Donald Trump's “Eating the cats” – and it has become a hit, racking up eight million views within just a few weeks .

This Halloween, there will definitely be a few TikTokers dressed as cats or dogs, or even “a catalog of other things to eat.” Humor allows us to highlight the ridiculousness of certain political claims and therefore serves as a calming tool that unites people and challenges those in power through ridicule.

Virality as modern mythology

Virality – memes included – shapes modern mythology. The media shapes our collective identity and often the things we think about, meaning this Halloween's themes will most likely reveal what people are afraid of in order to get rid of those fears.

Who will people mock because they feel intimidated (aggression) by the power, wealth, talent, influence, appearance, or profile of a particular public figure? Or who or what do people find impressive or puzzling (incongruence) this year?

After all, Halloween is the only time of year that reminds people of the medieval carnival of the 14th century – the only occasion when fools and critics could come to the main square and confront the king. The digital carnival (as academics like me sometimes call the digital mockery of the elites) is not limited to a specific time of year.

The never-ending stream of mockery, sarcasm and disguises on the Internet continue to surprise virus research scientists. But at the end of October there is a special concentration of this subversion, attracting the attention of the digital masses who want to laugh at the rich, famous and powerful.

People form and negotiate cultural codes through viral cultures by choosing which posts to share, like, and comment on. Valuable meanings and identities emerge through these interactions, and it will be fascinating to see what meanings the collective hive chooses to focus on this Halloween 2024. Whether it's Carmy Berzatto in his blue apron or the cats and dogs of Springfield.